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Customer Management is the key to build long-lasting relationship with customers. ThaiBev categorizes customers into two segments: customers and consumers. Customers are those that sell and distribute ThaiBev’s products. Consumers are those that ThaiBev directly sell and distribute products to. ThaiBev develops strategies for each segment as they are ThaiBev’s key stakeholder groups.
ThaiBev’s Customers Satisfaction
ThaiBev places great importance on tracking/evaluating/setting KPI’s on all of our stakeholders’ satisfaction. In 2019, ThaiBev has appointed Center for Applied Economics Research, Kasetsart University to implement Satisfaction Measurement survey, which covered 678 samples represented 100% of population.

Satisfaction KPI KPI 2019
Customer Satisfaction level (%) 88% 86.10% 86.40% 88.30% 90.21%
Customer Coverage (%) 100% 73.17% 100% 100% 100%

Operation goals setting has followed/evaluated customers satisfaction in all channels via products delivery satisfaction result in these topics:
  • Co-ordinate prior delivery and delivery terms and conditions
  • Satisfaction on paper work of the delivery
  • Products handling during delivery
  • Behavior and service of delivery staffs
  • Contact and service after delivery
  • Problem solving in case of products damaging after delivery
  • Co-ordinate in case of retrieving products
  • Overall customers satisfaction

While on the food business, which deal directly with consumers, ThaiBev has surveyed their satisfaction level via QR Code at the end of all receipt.

Business-to-Business (B2B) model is used to manage relationship with the customer segment. ThaiBev has implemented various programs to help develop customer relations across all distribution channels as well as providing trusted advice as a business consultant to help customers adjust their work process, increase competitiveness, efficiency and sales, and improve working relationship with ThaiBev. This will ensure sustainable profits and customer’s satisfaction with a lasting and stable business relationship.

Business-to-Consumer (B2C) model is used to manage relationship with the consumer segment. ThaiBev has applied technology to improve operations with online applications to meet the changing lifestyles and the growing needs for convenience, speed, and accuracy. An implementation of new consumer-friendly technology keeps ThaiBev’s food business as a top-of-mind brand.

Triple A Project
This project was introduced in 2018, an extension of the Agent’s Next Generation Development (Agent Next Gen). The goal in 2019 is to develop capacity and efficiency of agents in each area, including organizational management, warehouse management, logistics, and Cash Van Management by setting standard operating procedure and systems to increase efficiency and drive towards results. The Triple A team pilot project with Siriwongsub Co., Ltd., a ThaiBev distributor in Ratchaburi, has resulted in higher satisfaction and an increase of sales. ThaiBev has therefore expanded this project to another 10 agents to achieve a goal set for 2019.

Training School Project
The Training School teaches ThaiBev’s agents to systematically improve their skills and experience in sales, resulting in an increase in sales potential. It also serves as a knowledge center for new employees of ThaiBev Cash Van distribution channel, a subsidiary of ThaiBev (Cash Van Management Co., Ltd.) There are 8 operational training schools located in all 8 ThaiBev Sales Regions, featuring lecturers with more than ten years of sales experience. They can annually provide 100% training required for ThaiBev’s new sales staff (workforce has been increasing year-by-year), and for 350-400 agents’ sales staff. The training course covers theory and practice, including actual operations at model shops simulated by retailers, that are set up at training schools in each sales region. The sales staff, who have passed the training course, have a better understanding of their roles and perform more efficiently.

This project also monitors and evaluates trained employees, resulting in sales and product distribution increase by at least 30%. In 2020, ThaiBev plans to add 8 additional training schools in each sales region (totaling 16 schools), to cover areas that are suitable with the training program and to accommodate more participants. ThaiBev expects to be able to train new sales staff and agents’ sales staff at the rate of 800-1,000 persons annually. By 2025, ThaiBev plans to set up a comprehensive training school for executive sales development and to raise sales capability to international standards.

Restructuring Customer Service in Modern Retail Trade
ThaiBev has implemented a restructured operational system for modern retail customers, such as 7-Eleven, Tesco Lotus and Modern Trade Management Co., Ltd. (MTM) (a subsidiary of ThaiBev), to achieve the following:
  • Increase the speed and flexibility of handling, contacting, and serving customers engaged in modern retail trade: In the past, ThaiBev had separately managed its product groups, with many different sales representatives meeting with each customer. Now, ThaiBev has restructured its sales management team so that only one contact person coordinates and communicates with each key account.
  • Organize an annual joint business plan and business review: This practice provides a space for ThaiBev and its customers to share, and to exchange information in order to reduce obstacles. It also helps increase opportunities for ThaiBev to offer additional products and services to customers and consumers through the customers’ retail stores so that business relationships are expanded and developed for the future.
Key Commitments and Achievements
ThaiBev has introduced new technology to customers and storefront staff. This allows customers to access information and services quickly and conveniently, via the BevFood mobile application (a replacement for the OISHI Pointo application). In the initial phase, BevFood will provide access to a customer loyalty program to accumulate points when visiting OISHI brand restaurants. Customers can choose to redeem points for discounts under specified conditions. ThaiBev has developed gift vouchers as mobile coupons and sends marketing messages and personalized promotional text messages to drive sales. Introduced in 2019, BevFood will add more features and benefits, such as discounts or promotions in local areas, payment via QR Code (an important turning point for the rapid growth of a cashless society), advance reservations, and the ability to order food and make payments through the application.
Number of active members in the customer database

with a targeted increase of
new customers by February 2020
An increase in number of customers and frequency of use

by 5%
compared to the original database

An increase in customer satisfaction
scores 4%

Increased sales channels for Kakashi and OISHI Ramen
through food aggregators

orders from OISHI Delivery

via phone 1773


These channels enable consumers
to use online food ordering services more conveniently
In 2019, OISHI Food Delivery began its alliance with GrabFood delivery service, to increase channels for product delivery to consumers.
It has also developed new food ordering formats.
These offer an opportunity
for OISHI Food Delivery to increase sales by

Retaining existing customers Adding new customers

As a result, sales in the OISHI Food Delivery group
grew by 10.9%
compared to 2018 in the same period

  • Brand penetration of the food delivery business, becoming number one in the Japanese restaurant industry
  • Expand partnerships with other service providers by leveraging customer database to penetrate a wider range of consumers
Serve Responsibly
This program was created to raise awareness of alcohol servers at hotels and restaurants that are ThaiBev’s customers. ThaiBev holds workshops with invited experts and professionals such as doctors, police, and lawyers to educate servers about legal and medical issues that can arise due to alcohol consumption. Lecturers explain the effects of alcohol on the body that result from drinking alcohol, and provide guidelines on how to serve alcoholic beverages responsibly. Servers are trained in consumer safety and are taught to refrain from serving alcoholic beverages to customers who drink irresponsibly. The program aims to reduce problems that may occur in society due to overconsumption of alcohol. Three workshops take place each year.

2019 marked the fourth year of the program. ThaiBev has expanded the workshops to hotels and premium restaurants as well as pubs and bars located in popular tourist destinations such as Nakhon Ratchasima, Chiang Mai, and Phuket. More than 150 alcohol-serving staff have participated. Participants were divided into five teams to compete in activities that encourage them to think and learn in real-time situations. Teams were quizzed about alcohol laws, taught how to pour standard-sized drinks, and encouraged to share stories about accidents caused by excessive drinking.

ThaiBev organized a video contest titled “Serve Responsibly”. More than 20 groups of students from leading universities submitted their entries through the EISA (Education Institute Support Activity) program. The winning video is shown to participants at the training sessions to help raise awareness about serving alcoholic beverages responsibly.

Since 2016, ThaiBev has organized eight training sessions with more than 450 entrepreneurs and 100 to 150 alcohol servers participating. On average, each participant serves alcohol to 6,000 customers per year. Thus, more than two million customers are served alcohol by servers that were trained by this program. This promotes safe alcohol consumption. At the end of the training sessions, all participants receive certificates to show that they have completed the training program to serve alcohol in a socially responsible manner. Due to improvements in the training that made it more enjoyable, participants rated their satisfaction in the latest workshop as high as 95 percent.
Serve Responsibly Program

8 workshops organized

Over 450
restaurants and sales/alcohol service
providers participated (100-150 persons per year)

1 employee serves
customers/year (on average)

2 million
customers/consumers received good care from employees,
resulting in safe consumption of alcohol

are satisfied with the workshop activities

satisfied with the courses and content

This project is consistent with the third UN Sustainable Development Goal (SDG 3.5 Strengthen the prevention and treatment of substance abuse, including narcotic drug abuse and harmful use of alcohol). It was found that alcohol serving staff who completed the training sessions were able to apply the knowledge at work and able to stop serving customers who were not in a condition to consume more alcohol. As a result, the volume of servings decreased 33 percent.
Commitments and Achievements
In 2019, ThaiBev created a “Serve Responsibly” page on Facebook as a media channel for the project. The page increases awareness via social media so that entrepreneurs, former participants of the project, and the general public can learn about responsible serving and drinking as well as exchange opinions on the issues. Currently there are more than 800 people following the page and more than 300 personal posts on the Facebook page. These numbers also help enhance the public image of ThaiBev as a socially responsible organization.
Moving Forward in 2020


entrepreneurs and service staffs
from 80-100
hotels and restaurants in provinces popular with tourists, such as Surat Thani (Koh Samui), Chiang Rai, Khon Kaen, and Nakhon Ratchasima, will attend the workshop

The “Serve Responsibly” Facebook page will be expanded by adding fun activities to attract more followers and continuously promote the project. The goal is to reach
by 2020

The most challenging goal of the project
is the expectation that
of participants will use the information or knowledge to provide services and serve responsibly. Since the training focuses on raising awareness, therefore, it is up to the participants’ commitment whether to provide the service responsibly and with total regard for consumer safety.
Moving Forward

In 2025
The training program will be offered in all regions of the country.

The goal is to train
1,500 participants
(throughout the entire project’s duration) by 2025 The program will be expanded to train ThaiBev employees who work as sales promoters (PG) and in the sales and marketing department.